The web may have broken down many geographical barriers. But a raft of cultural and communications challenges remain for SMEs targeting international growth… Reaching and engaging with international audiences demands an intimate understanding of their cultures and customs, laws and languages, practices and tastes. Browsing the local Rough Guide simply isn’t going to cut it. But how many would-be international marketers really take this truism to heart?
Shouting about innovation won’t get you sales. Rather, B2B marketers must define and demonstrate their ‘value proposition’: their new products’ true value to customers. The trick is to engage with those customers from the outset…
Technology is rapidly and fundamentally changing the way most people do their jobs, disrupting the nature of work and increasing the demand for new kinds of digital skills…. The impact can be felt in all kinds of jobs. Gone are the days of copywriters simply writing copy, for instance. Now they also need to be familiar with search engines and social media to know what will make their work more.
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